"I have more energy and I like them a lot. I would suggest that anyone try them!" 12-year-old gymnast Taylor Foster continued, "!!!!!" She was talking, of course, about Spark, the caffeinated drink for kids from the Texas-based direct marketing firm AdvoCare. Taylor appears in advertisements for the powdered beverage, which is also a hit with her 11- and 7-year-old brothers. [their take: "!!!!, !!!!!"]
The NYT has a shockfest article about what a colossally bad idea supposedly performance-enhancing drinks for kids are, and I totally agree. This company markets its stuff through parents and coaches, people who are righttherenexttoyourkid, and they target kids as young as 4 years old.
But Spark has 120mg of caffeine, as much as a Big Gulp, while the 4-year-old version has as much as a 20-oz. Coke. Put in terms of drinks that kids might actually get their hands on on a semi-regular basis, I think we're already in a big mess.
Fortunately, MY kid knows it's "Daddy's Coke," so as soon as my buzz wears off, I'll rest easy.
A Sports Drink for Children Is Jangling Some Nerves [nyt via dadtalk]
Drive for Big Profits Sparks Caffeine Drink for Toddlers [dadtalk via dt reader mark]